1. Social Butterflies:
The Strong Wings of Social
Fundraising
Jessie Earl
Manager, Social Media
Strategy
Best Friends Animal Society
Shea Sibula
Director, Fundraising Strategy
CrowdRise

2. Look, it’s us! We like
animals. We like social
fundraising. Oh, and we
also like coffee.

3. Social Fundraising.
Crowdfunding.
Peer-to-Peer Fundraising.
No matter who your audience is, they are
utilizing social media in some capacity.
Social may be a complementary strategy, or
it may be the only strategy.

4. Fundraising with social media means understanding that donors don’t
separate liking, sharing, or pledging, from donating...Users who are
very engaged take actions based on recommendations from friends.
Whether it’s sharing a #CecilTheLion cartoon, or sharing a
#PlannedParenthood petition, all of these actions are expressions of
our passion for causes we love. So is giving money.”
John Haydon, nonprofit blogger and author. All-around good dude.
Quote taken from a blog post on www.bethkanter.org.
“
”

5. We like to talk about
ourselves.
Talking about our favorite cause is a great way to do
that.
Scientific American reported in 2013 that on average, people spend 60%
of conversations talking about themselves. That jumps to 80% when
communicating via social media platforms such as Twitter or Facebook.

6. 51%
In 2015, social media use reached an
all-time high among every age group:
of 50-64 year olds
77%of 30-49 year olds
90%of 18-29 year olds
• 65% of all adults use
social media.
(Pew Research Center, Oct 2015)
• 76% of all Internet users have
social media accounts
(Pew Research Center, Oct 2015)

7. 1.6%2015 Overall Giving
9.2%2015 Online Giving
According to a 2015 Blackbaud survey of nearly 5,400 nonprofit
organizations:
• 14% of all online gifts were made with mobile devices
• The animal welfare sector saw an 11% increase in online giving
• #GivingTuesday continues to grow 52% year over year in
online giving (Make sure you participate this year!)

8. People crave community.
We want to feel
connected and exchange
value.

9. Before you ask your community
for money through social...
Awarenes
s
Engagemen
t
Consideration Action
LOYAL
TYEducate people
about your
cause.
Bring possible
supporters into your
community.
Peak interest in
opportunities and
benefits of
support.
Drive
donations and
involvement.

10. TRUST
Are you showing you
do good work?
Are you regularly
engaging your
followers?
Are you responding
quickly?
Do you have a healthy
messaging mix?
Are you speaking in an
authentic voice?
Are you adding value?

11. Be authentic. Remain true to your brand voice.

12. If You Don’t
Give Back
No One
Will Like
You

13. Elements of
success in good
social fundraising

15. Keep it SIMPLE
Solve SPECIFICproblems
Give a CLEARcall to action
Create URGENCYaround the
need

16. Make it a JOURNEY
MESSAGElike crazy
Use TANGIBLE goals and
milestones
Deliver ENGAGINGcontent

17. Show the IMPACT
THANKyour supporters
Summarize the RESULTS
CONTINUE engagement

18. Have
fun.

19. Have
more
fun.

21. There are so many
ways to raise
money on social.

22. Include social in all of your digital
communications.
Just ask! Link back to the donate button
on your website or campaign page.
Don’t forget in-kind asks, too
Take advantage of tools that make giving
easier, but also those that make telling
your story easier, like video.
Ask your audience to raise money for
you.

23. Use Facebook’s new nonprofit tools.
nonprofits.fb.com

24. Now, you can
add “donate”
buttons to posts
and headers.

25. Try #donate for
Facebook and
Twitter
Donors can make a contribution to
your charity by posting or reposting
using #donate, a social payment
platform.

26. Make asks for
in-kind
donationsIn-kind asks offer a different kind of
appeal for a different audience. This
becomes an even bigger deal as
more people get comfortable with
online shopping. It’s quick, easy, and
tangible.

27. Amplify and perfect
your audience.

28. Be part of the
conversation
Take advantage of seasonal
moments, current events and
and other opportunities to
naturally message about your
cause or project.

29. Last year, animal welfare
nonprofits spent .14 of every
dollar raised on digital
advertising.
2016 M+R Benchmarks

30. Social advertising offers better access
to your existing audience AND expands
your reach to new, highly targeted
audiences who are more likely to
convert.
● Boosted posts
● Video ads
● Link click ads
● Process is similar across channels

31. Here’s what you’ll need to advertise:
• Custom sized graphics or images (picmonkey or canva
can help)
• Custom copy
• Budget
• An advertising account/credit card payment method
attached to your nonprofit’s social profile
• Somewhere to send people to take action (and ideally a
way to track them)

32. Use Facebook Insights to discover who engages most
and and boost or create ad content targeting them.

33. Use Custom
Audiences
Web visitors, email contacts,
audience segments...these can
all become targets on Facebook
and other channels.

34. CrowdRise provides all the
tools you need to raise
money for your cause.

35. Fundraiser recruitment helps you mobilize your
supporters to raise money for you.
Social media integration makes it so easy for you
and your supporters to message.
Campaign updates allow you to seamlessly keep
your supporters engaged and updated.
Built-in post-donation social activation makes
social sharing part of every interaction.
Our share series helps your fundraisers activate and
start raising money instantly.
Follow functionality builds a true community around
your supporters.

36. Test and learn.

37. A person who never
made a mistake never
tried anything new.
Albert Einstein, scientist and legitimate bad ass
“
”

38. Let’s see some
awesome campaigns.

43. Wisconsin Humane Society
“In-Kind Bed Drive”
Campaign Platform: Social Media
How They Did It: They used
Kuranda’s Dog Bed Drive feature
and explained a specific need for a
new shelter location and the
benefits of the beds.
Results:
Ran first in 2013 (55 beds in three
days); Tried again in 2015 (83
beds!)

44. Let’s go save them
all.

45. Jessie Earl
Manager, Social Media
Strategy
Best Friends Animal Society
jessicae@bestfriends.org
Shea Sibula
Director, Fundraising Strategy
CrowdRise
shea@crowdrise.com
We’re ready for all
questions.